Influence of Shari'ah on Socio-Cultural and Economic Development of Marketing Practices in Northwestern Nigeria

Article excerpt

This study investigated the socio-economic influence of Shari'ah marketing practices in Northwestern Nigeria for security and Nigeria's development. The study was conducted in Jigawa, kaduna, Kano, Katsina, Kebbi, Sokoto and Zamfara States of Nigeria being the core of Shari'ah State. All the states have expansion on Shari'ah court s ystem except Kaduna State. The data were obtained from both primary and secondary source. A multi-stage random sampling technique was used in selecting 1,392 respondents for the study comprising 180 management staff, 460 traders, 60 staff of production section and 692 consumers from a study population of 2,000,915. The questionnaire was validated by a panel of experts in the area of Economics, Political Science, Sociology, Shari'ah Law, Arabic and Islamic Studies. Information on socio-economic rules and regulations of Shari'ah such as fair price, hoarding, adulteration, price control, prohibited products and counterfeiting were measured using Likert Scale. The data generated were subjected to both descriptive and inferential statistical techniques of analysis. The results revealed that marketing practices variables such as product, production, societal marketing, marketing orientation and selling practices were correlated with socio-economic rules and regulations of Shari'ah in terms of fair price, hoarding, adulteration, price control and prohibited products indicated by Pearson Correlation Analysis. A significant relationship was revealed between Shari'ah socio-economic rules and regulations and marketing practices (r = 0.87; p< 0.001). The study concluded that Shari'ah socio-economic rules and regulations have significant influence on marketing practices which will affect the development of marketing strategies and products.

Keywords: Shari'ah, Marketing Practices, Selling Practices, Production Practices, Marketing Orientation Practices, Societal Marketing Practices, Product


Marketing practices have been viewed severally by many authors, practitioners, and texts in many different ways, all having almost the same meaning, but different definitions. Today, marketing is practised widely all over the world. Business and government leaders all over the world are eager to learn everything they can about modern marketing practices. In fact, customers/ clients know a lot about marketing practices. It is all around them. They see the results of marketing practices in the abundance of products that fill the store shelves in their nearby shopping mall. They also see marketing practices in the advertisements that fill their TV screen, magazines and mailbox. At home, at school, where they work, where they play- they are exposed to marketing in almost everything they do. Yet, there is much more to marketing than meets the consumer/ client's casual eye. Behind it all is a massive network of people and activities competing for their attention and money.

The Shari'ah legal system has existed in Northwestern Nigeria several years before the expansion of the Shari'ah courts by the governments of Sokoto, Kebbi, Kano, Katsina, Jigawa and Zamfara States. The idea is to awaken the consciousness of the people of that area to the importance of the Shari'ah legal system in their day- today activities, including marketing practices. Right from the period of the Jihad of Usmanu Dan Fodiyo in 1804, Muslims in this part of the country were governed by Shari'ah. In other words, Shari'ah has existed for a long time as a way of life of the people. One is therefore not surprised at the attempt made for expanding the Shari'ah legal code in Northwestern Nigeria. The six states' committees on Shari'ah observed that a Muslim must be guided naturally by Shari'ah. He/she has a duty to obey Allah's laws, which are also supreme. For a Muslim to be seen as one, he or she must live according to the dictates of Shari'ah. On the other hand, however, it is unlawful for a Muslim to deliberately break or disrespect Allah's laws. …


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